übernatural ingredients for an übernatural experience
Story
ÜBER COUGAR – NEW ANTI-AGEING CREAM CREATES THE GRANDMOTHER OF ALL SEDUCTIONS. Über, a new British hair and skin care brand is ignoring society’s obsession with youthful perfection and embracing the sensuality of middle age in its first campaign. With futurologists reckoning that It’s going to be cool to be old, the online film directed by Song for Marion’s Paul Andrew Williams (Shortfilms), launches this week and celebrates a wiser, worldlier, still sexually active consumer. It features an aged heroine übernaturally empowered to look half her age before seducing a guy a quarter of it. Suzanne Howe, Über’s founder says: “Being new to market, we wanted to make a bit of a stir. So despite our cream creating younger, smoother skin, we loved the irony of its marketing producing a few laughter lines…” As a result, Über may be the first beauty brand to encourage women to grow old disgracefully.
Philosophy
Demonstrate how Uber natural ingredients create an Uber experience from head to toe.
Problem
After extensive R&D to create a niche, Über came to us to launch their quality British made hair and beauty range in a very crowded market. Our target was very broad in age, willing to indulge in natural and high quality products. Our challenge was to persuade them to. We needed to grab consumers’ attention while capturing their imaginations.
Result
The ‘Übernatural ingredients for an Übernatural experience’ platform launched the range initially at trade shows, then on in salon POS, press packs and in specialist press. It allowed us to devise a social media strategy and culminated in an attention-grabbing piece of branded content. In all channels, we’ve created a uniquely branded property where the ‘Übernaturalness’ of the ingredients credibly produces more engaging, exotic and pleasurable results.
